Everyone in business has been told that success is all about attracting and retaining (留住) customers. It sounds _______and achievable. But, _______, words of wisdom are soon forgotten. Once companies have attracted customers they often _______ the second half of the story. In the excitement of beating off the competition, negotiating prices, securing orders, and delivering the product, managers tend to become _______. They forget what they regard as the boring side of business—_______ that the customer remains a customer.
_______ to concentrate on retaining as well as attracting customers costs business huge amounts of money annually. It has been estimated that the average company loses between 10 and 30 percent of its customers every year. In constantly changing _______, this is not surprising. What is surprising is the fact that few companies have any _______ how many customers they have lost.
Only now are organizations beginning to wake up to those lost opportunities and calculate the _______implications. Cutting down the number of customers a company loses can make a big ________ in its performance. Research in the US found that a five percent decrease in the number of defecting (流失的) customers led to ________ increases of between 25 and 85 percent.
In the US, Domino’s Pizza estimates that a ________customer is worth more than $5,000 over ten years. A customer who receives a poor quality product or service on their first visit and ________ never returns, is losing the company thousands of dollars in ________ profits (more if you consider how many people they are likely to tell about their bad experience).
The logic behind cultivating customer ________ is impossible to deny. “In practice most companies’ marketing effort is focused on getting customers, with little attention paid to ________ them”, says Adrian Payne of Cornfield University’ School of Management. “Research suggests that there is a ________ relationship between retaining customers and making profits. ________ customers tend to buy more, are predictable and usually cost less to service than new customers. Furthermore, they tend to be less price ________, and may provide free word-of-mouth advertising. Retaining customers also makes it ________ for competitors to enter a market or increase their share of a market.
1.A.simple B.difficult C.tough D.complicated
2.A.in particular B.in reality C.at least D.first of all
3.A.emphasize B.doubt C.overlook D.believe
4.A.carried away B.carried back C.carried on D.carried through
5.A.denying B.ensuring C.arguing D.proving
6.A.Moving B.Hoping C.Starting D.Failing
7.A.markets B.tastes C.prices D.expenses
8.A.thought B.idea C.opinion D.view
9.A.culture B.social C.financial D.economical
10.A.promise B.plan C.mistake D.difference
11.A.cost B.opportunity C.profit D.budget
12.A.usual B.ordinary C.common D.regular
13.A.as a result B.on the whole C.in conclusion D.on the contrary
14.A.huge B.potential C.extra D.reasonable
15.A.beliefs B.loyalty C.habits D.interest
16.A.altering B.understanding C.keeping D.attracting
17.A.close B.distant C.deep D.shallow
18.A.Assumed B.Respected C.Established D.Unexpected
19.A.agreeable B.flexible C.friendly D.sensitive
20.A.unfair B.difficult C.essential D.convenient
阅读下面材料，根据其内容和所给段落开头语续写两段，使之构成一篇完整的短文。续写的词数应为150左右。
The Board Meeting had come to an end. Bob started to stand up and knocked into the table, spilling his coffee over his notes. ''How embarrassing! I am getting so clumsy(笨拙的) in my old age. ''
Everyone had a good laugh, and soon we were all telling stories of our most embarrassing moments. It came around to Frank, who sat quietly listening to the others. Someone said, ''Come on, Frank. Tell us your most embarrassing moment. ''
Frank laughed and began to tell us of his childhood. ''I grew up in San Pedro. My Dad was a fisherman. He had his own boat, but it was hard making a living on the sea. He worked hard and would stay out until he caught enough to feed a big family. Not just enough for our family, but also for his Mom and Dad and the other kids that were still at home. ''
He looked at us and said, ''I wish you could have met my Dad. He was strong from pulling the nets and fighting the seas for his catch. When you got close to him, he smelled like the ocean. No matter how much my mother washed his clothes, they would still smell of the sea and of fish. ''
Frank's voice dropped a bit. ''When the weather was bad, he would drive me to school. He had this old truck that he used in his fishing business. That truck was older than he was. Half the time, he would slam to a stop and the old truck would belch(喷出) a cloud of smoke. He would pull right up in front, and it seemed like everybody would be standing around and watching. Then he would lean over and give me a goodbye kiss on the cheek and tell me to be a good boy. It was so embarrassing for me. Here, I was twelve years old. I was a big boy and my Dad would lean over and kiss me goodbye! ''
He paused and then went on, ''I remember the day I decided I was too old for a goodbye kiss. When we got to the school and came to a stop, he had his usual big smile. He started to lean toward me, but I put my hand up and said, 'No, Dad. ' ''
……
注意：1. 所续写短文的词数应为 150 左右；
2. 续写部分分为两段，每段的开头语已为你写好；
Paragraph 1:
It was the first time I had ever talked to him that way, and he had this surprised look on his face.
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Paragraph 2:
Frank got a funny look on his face, and the tears began to well up in his eyes.
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假设你是李华，作为交换生（an exchange student）正在英国 windmill College 学习。今天早晨你骑车上学时不小心刮擦到了一辆停在路边的汽车。由于急着上学，你无法在原地等候车主。请留一张便条，内容包括：
1. 表明身份；2.简述事情经过；3.道歉并表示愿意赔偿；
4. 联系方式（Tel:5893671 E-mail: lihua@windmillco.org）。
1. 表达歉意 2. 解释原因 3. 另约时间
___________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
阅读下列材料，在空白处填入适当的内容(一个单词)或括号内单词的正确形式。
From the “Roman Warm Period” to the “Little Ice Age” that began in the 14th century, periods of hot and cold weather1. (extend) for centuries. As a result, many have argued that the current period of global warming2.(be) part of a natural pattern and the human role in creating3. has been exaggerated.
This new study suggests that is not4. case. Scientists reconstructed the major climate events of the past 2,000 years by looking around 700 records, tree rings, ice cores and lake sediments(沉淀物) 5. (include). Not one single event affected as much of the world6.the present period of warming is now doing. Other scientists7. have looked at the study have been impressed by the quality of the research.
The researchers involved argue that the new 8. (finding) reveal many theories put forward by climate scientists9. (explain) the rise in temperatures, including changes in solar activity. The current period of climate change is mainly down to humans, they insist. Natural causes, they say, are10. (simple) not sufficient to explain the warming scene over the last century and a half.
The notion of building brand personality is promoted by Starbucks as a part of company culture to embed meaning in their products and thus attract more customers.
Starbucks literally changed the definition of “a good cup of coffee”. For Starbucks, the brand had three elements: coffee, ________ and stores. Strict control over the quality and processing of the beans ________ that the coffee would be of the highest possible quality. Outstanding store personnel were employed and trained in coffee knowledge and ________ service. Store design, atmosphere and aroma (浓香) all ________ the “Starbucks Experience”.
Almost all Starbucks stores were corporately owned and controlled. Starbucks prided itself on the “Starbucks Experience”, ________ coffee to provide a unique experience for its customers.
_____ those traditional coffee houses providing you with the grab-and-go service, Starbucks provides you with more than coffee. You get great people, first-rate music, a comfortable and upbeat meeting place, and ________ advice on brewing excellent coffee at home. At home you’re part of a family. At work you’re part of a company. And somewhere in between is a place where you can sit back and be yourself. That’s what a Starbucks store has been ________ to creating for its customers — a kind of “third place” where they can ________, reflect, read, chat or listen.
The green Starbucks logo is a mermaid that looks like the end of the double image of the sea. It was designed by Terry Heckler, who got the ________ from the wooden statue of the sea. Mermaid logo also ________ original and modern meanings: her face is very simple, but with modern abstract forms of packaging; the middle is black and white, the only color on the outside surrounded by a circle.
Starbucks makes the typical American culture gradually broken down into elements of ______: the visual warmth, hearing the way, smelling the aroma of coffee and so on. Just think, through the huge glass windows, watching the crowded streets, ________ sipping a coffee flavor, which is in line with the “Yapi”, the feeling of experience in the ________ life.
But the ________ of Starbucks is not about the coffee, although it’s great coffee. Coffee is only a carrier. Coffee consumption, to a great extent, is an emotional and cultural level of consumption.
1.A.people B.managers C.customers D.clients
2.A.assured B.promised C.ensured D.predicted
3.A.emergency B.environment C.employment D.customer
4.A.consisted of B.benefited from C.contributed to D.headed for
5.A.going beyond B.coming across C.making up D.depending on
6.A.With regard to B.In addition to C.Compared with D.In terms of
7.A.general B.reasonable C.legal D.fascinating
8.A.committed B.alerted C.subjected D.required
9.A.negotiate B.perform C.conceal D.escape
10.A.imagination B.inspiration C.patent D.philosophy
11.A.creates B.cultivates C.credits D.conveys
12.A.brand B.logo C.possession D.experience
13.A.greedily B.gently C.persistently D.indifferently
14.A.busy B.easy C.miserable D.energetic
15.A.product B.vision C.essence D.importance
Criticism (批评) is harmful to healthy relationships. It’s okay to express disappointment if someone is behaving in a way that hurts you. 1. The following are some ways to catch criticism before it begins.
2. Before you criticize, pause and consider whether you really need to say anything at all. If someone did something to get on your nerves, would you really need to point it out? Sometimes, it’s best to let small rudeness go Take a few deep breaths and leave the room instead of criticizing.
Be realistic. Critical people often have very high expectations of those around them. Your tendency to criticize may come from expecting too much from others. Sometimes you may find yourself consistently annoyed or disappointed with others. 3.
Separate the individual from their actions. Critical people often focus on the negative aspects of a situation or a person, failing to see good qualities alongside negative ones. If you find yourself making assumptions about a person’s character, stop yourself. 4. We all behave poorly sometimes, but a single action is not a reflection of character.
Focus on positives. Oftentimes, being critical results from how you’re choosing to see a situation. 5. However, the vast majority of people have good qualities that outweigh the bad ones. Try to focus on a person’s positive qualities over their negative ones.
A.Never criticize others.
B.Think before you speak.
C.Everyone has drawbacks and imperfections.
D.It may be a good idea to adjust your expectations.
E.We should focus on other people’s disappointing actions.
F.Try to separate a disappointing action from the person doing the action.
G.Being overly critical, however, can cause tension in a relationship over time.
